CUSTOMERS AS INDIVIDUALS

"Customers like to be treated as the individuals they are." -- Scott Ukrop, marketing director, Ukrop's Super MarketsThe idea that everyone wants to feel a little special sometimes is one that shouldn't come as much of a surprise.But no matter how obvious that is, when it comes to marketing, there's always danger implied in according certain customers rewards that are unavailable to others -- even

"Customers like to be treated as the individuals they are." -- Scott Ukrop, marketing director, Ukrop's Super Markets

The idea that everyone wants to feel a little special sometimes is one that shouldn't come as much of a surprise.

But no matter how obvious that is, when it comes to marketing, there's always danger implied in according certain customers rewards that are unavailable to others -- even if those rewarded are highly valued. So many retail marketers tend to stay awa